CORPORATE SOCIAL RESPONSIBILITY

This study investigated the influence of Corporate Social Responsibility (CSR) on banking loyalty among customers of United Bank for Africa (UBA) in Benin City, Edo State. The study was motivated by the growing interest in how socially responsible practices affect customer relationships in the Nigerian banking sector. The objectives of the study were to examine the specific CSR initiatives implemented by UBA, assess customer perceptions of these efforts, determine their impact on banking loyalty, and identify key factors that influence the effectiveness of CSR in fostering customer commitment. The study is anchored on the stakeholder and the social exchange theories which state that customers are more likely to remain loyal to organizations that actively contribute to societal welfare and engage transparently with their communities. A sample size of 384 respondents was selected using a multi-stage sampling technique involving purposive and random methods across three Local Government Areas in Benin City: Oredo, Egor, and Ikpoba-Okha. Data was collected through structured questionnaires and analyzed quantitatively. The findings revealed that although UBA has launched several CSR initiatives—such as educational support, healthcare programmes, and environmental sustainability projects—many customers are either unaware of these efforts or perceive them as ineffective, with most respondents expressing neutral or negative attitudes toward the bank’s CSR engagement. The study concluded that UBA carries out CSR activities but its impact on customer loyalty is small. Accordingly, it was recommended that UBA enhance its CSR communication strategies by leveraging digital and face-to-face platforms, actively involve community leaders in programme design and execution, among others